Producers and regional cinema fraternity urge Gujarat Government, multiplex operators and distributors to ensure at least 1–2 daily shows for the Gujarati film amid strong audience demand.
AHMEDABAD: In a passionate appeal to safeguard Gujarati cinema and promote regional filmmaking, the team behind the Gujarati comedy-drama film ‘Damru’ has urged the Gujarat Government, cinema owners and distributors to ensure fair screen allocation and adequate showtimes for the film across multiplexes and theatres in the state.
Produced under the banners of Gujotsav Productions and Vraj Films, directed by Hardik Pareekh, and featuring popular Gujarati actors Sanjay Goradia, Nakshraj, Maulik Chauhan and Makrand Shukla, ‘Damru’ has been receiving an encouraging response from audiences since its recent theatrical release. The film has struck a chord with Gujarati viewers, particularly families, with several shows reportedly witnessing housefull occupancy and enthusiastic audience participation.
However, despite its positive reception and growing audience demand, the film is facing considerable challenges in securing adequate screens and showtimes. The release of big-budget Hindi and other-language films during the festive season, including ‘Ramayana’, has intensified competition for theatre space, leaving regional Gujarati cinema struggling to secure its rightful share of screens.
The producers and regional cinema fraternity have expressed concern that cinema owners, despite recognising audience interest in Gujarati films, often face distribution-related pressures and commercial conditions imposed by major production houses and distributors. Consequently, locally produced films are deprived of sufficient exhibition opportunities, even when audience demand remains strong.
The issue, they emphasise, goes far beyond the fate of an individual film. The Gujarati film industry supports the livelihoods of hundreds of people, including technicians, cinematographers, cameramen, light technicians, spot boys, writers, artists and several other professionals. Denying regional films adequate theatrical exposure directly affects their employment opportunities and the sustainability of the local entertainment ecosystem.
The team also highlighted the importance of affordable entertainment during the festive season. While tickets for certain big-budget films can cost anywhere between ₹1,500 and ₹2,000, Gujarati films generally offer a much more affordable entertainment option, with ticket prices ranging from approximately ₹100 to ₹200. This makes regional cinema particularly accessible to middle-class and ordinary families who wish to enjoy quality entertainment without stretching their budgets.
Clarifying their stand, the makers of ‘Damru’ stated that they are not opposed to big-budget films or competition. Their appeal is simply for a level playing field, where Gujarati films receive a fair opportunity on their home ground.
Through this appeal, Team ‘Damru’ has requested the Hon’ble Chief Minister, the Hon’ble Home Minister, the Government of Gujarat, multiplex managements, individual cinema owners and distributors to ensure that every multiplex and theatre allocates at least one or two shows to the film, wherever audience demand justifies it.
“Gujarati cinema deserves the opportunity to flourish on Gujarati soil. Supporting regional films is not merely about promoting a movie; it is about protecting our language, culture, creative talent and the livelihoods of an entire industry.”
The appeal carries a larger message: Gujarati cinema needs not just audience appreciation but also fair access to screens. Giving regional films their rightful space will strengthen the state’s cultural identity and encourage the next generation of Gujarati filmmakers to dream bigger.
